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Brown-Forman Media & Digital Marketing Specialist in Guadalajara, Mexico

What You Will Do in This Role:

  • This role supports the Mexico IMC Manager to partner with the Mexico Marketing Director & Brand Teams in developing and executing the Integrated Marketing Communications strategy for Mexico.

  • The role is to support the Mexico IMC Manager, brand marketing teams and key account teams in Mexico in improving the processes and implementation of communications plans and evaluating results.

  • Responsible for understanding brand positioning, marketing strategy, and tone of voice to be supported in all marketing communications.

  • This role will be “hands on” including maintenance of market assets such as websites, facebook page, CRM database, e-commerce presence and day to day market requests.

  • Develops and executes e-mail and social campaigns, leveraging existing assets and authoring original content where required.

  • This role assists in the implementation of global and market specific communication programs in Mexico and identifying the right content assets.

  • The analysis of IMC campaigns leveraging global process & tools is a significant part of this role. Analytics and campaign performance reporting is expected to be approximately 50% of the focus of this role.

  • Working in Partnership: The partnership between the Mexico IMC group and Mexico Brand Management is key. The Mexico Brand Managers lead creative briefs, agency briefings, idea evaluation as well as overall agency collaboration. They are the final approvers of brand strategy, communications development and creative output.

How You'll Know this Role Is For You:

Works with the Mexico Marketing Team, Mexico Key account and sales teams, Global IMC Center of Excellence team & Global IMC teams, to achieve excellence in the following areas:

1) Campaign Measurement & Optimization: Approx. 50% of role.

  • Partners with CoE on campaign measurement, evaluation and optimization. Building understanding of data, tools and metrics for campaign evaluation.

  • Build a thorough understanding of the global CoE process for setting pre and post and dynamic optimization metrics for IMC campaigns.

  • Looks to optimize both pre and post-campaign evaluation and dynamic optimization within campaigns across the consumer & shopper journey.

  • Ensures a robust “test and learn” plan across the portfolio to continually improve our understanding of the best channel and content to drive the best results relative to brand strategy & campaign objectives.

  • Leverages data sources such as search metrics, social listening, competitive data to build a full picture of campaign response and maximize future learnings.

2) Market Support: Hands on support in implementing market initiatives.

  • This role is “hands-on” in supporting day-to-day requests from marketing & sales teams. This may involve sourcing content, setting up programs in response to requests.

  • This role advises on how to do this efficiently in line with the Brown-Forman communication principles and in line with appropriate local advertising and data privacy regulations.

  • Where required this role connects with our global media agency, creative agency, the Brown-Forman Design team and external suppliers to meet market implementation requests.

  • Develops and executes e-mail and social campaigns, leveraging existing assets and authoring original content where required.

3) Content Management and Optimization:

  • Implements and where necessary adapt global Content Strategy and the Global Content Calendar in collaboration with marketing & sales teams.

  • Works closely with Mexico stakeholders across brand and e-commerce programs leveraging global content as much as possible to increase efficiency and reduce creative development and agency fees.

  • Shares and communicates global and market content assets, guidelines for a content calendar, timings and process.

  • Works with Mexico Brand Teams & Global IMC CoE to ensure communications are aligned with digital and media compliance guidelines as well as inclusive and responsible marketing best practices.

4) Collaboration & Best Practice:

  • Shares learning & best practices on communications initiatives (media & content) across global, market and region. Encourages cross-market communication and sharing.

  • Partners with Global CoE and global “Marketing Capabilities” team to build Mexico team capability on Brand Communications and IMC disciplines across the Mexico organization.

5) Stakeholder Management:

The Mexico IMC Specialist role is an active participant in the overall B-F IMC 'community'. Critical stakeholders include:

  • The Mexico Marketing Team, key partners in turning brand strategy into communication strategy. The Mexico Brand Directors lead creative briefs, agency briefings, idea evaluation and execution as well as agency collaboration. They are the final approvers of brand strategy, communications development and creative output.

  • Key Account & Sales Teams: understanding how to combine customer needs and e-commerce needs into the overall Mexico communications plan and implementation by brand.

  • The Brown-Forman Global IMC Center of Excellence are key partners in following Global process, metrics and valuation standards they are also key partners in subject matter expertise in media, inbound, e-commerce content and performance analytics.

  • Media & Creative Agencies: Media AOR & Global and local creative partners.

  • Brown-Forman IMC teams around the world - via the CoE team Mexico IMC Specialist will be expected to share best practices and gain maximum learning from our IMC activity around the world.

What Exactly Are We Looking For?:

  • Education: Undergraduate Degree or higher.

  • 4+ years working client and/ or agency side in media and marketing disciplines.

  • Significant experience working across the Mexico media landscape and strong knowledge of Mexico media channels.

  • Consumer brand experience in this field is a must for this role ideally in a fast moving consumer goods or luxury brand company (i.e. not a B2B environment).

  • Demonstrated experience across media, social, on-line video, CRM, search, website, data and analytics, content and e-commerce.

  • Strong understanding of marketing principles and brand growth strategy.

  • Evidence of complex project management and use of analytical skills and tools within a communications environment.

What You Can Add to the Team:

  • Certifications: Broad based business education such as Business Degree or MBA or specific educational qualifications in areas such as analytics or data science.

Experience:

  • Ideally the candidate will have a combination of client and agency experience or have experience in client management at the agency side.

  • A career track that has included brand management, insights or another core marketing discipline in addition to media or communications would be a strong plus.

  • Experience in working with media and creative agencies.

Job Competencies:

Communication: Must have excellent verbal and written communication style to communicate with all levels of management and all international markets.

Collaborative: In many cases, this role will be about influencing non-direct reports. Collaboration and trust are key qualities to maximize the impact of this role.

Prioritization & Project Management: Ability to juggle multiple requests and effectively prioritize and plan work is key. The candidate must be flexible and able to “dive into” urgent requests when needed. The maturity to seek assistance and leverage external resources in conjunction with the IMC Leader where needed is important.

Analytical Skills: This role will involve working with data and analytics tools. Competence with spreadsheets, basic analytics and use of databases to analyze results.

Passion for Diversity and Inclusion: Is able to work across different levels and nationalities. Respects all differences and treats colleagues with respect.

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Brown-Forman Corporation is committed to equality of opportunity in all aspects of employment. It is the policy of Brown-Forman Corporation to provide full and equal employment opportunities to all employees and potential employees without regard to race, color, religion, national or ethnic origin, veteran status, age, gender, gender identity or expression, sexual orientation, genetic information, physical or mental disability or any other legally protected status.

Business Area: Emerging International Division

City: Guadalajara

State:

Country: MEX

Req ID: JR-00002882

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